Calm together.
For Mental Health Awareness Month in 2021, Camila Cabello and Shawn Mendes partnered with Calm to bring mindfulness into the hands of as many young people as possible. Through this campaign, we shared tools, resources and inspiration to empower their generation to care for their own mental wellbeing.
Creative TEAM
Andrew Schapiro, creative director
Jenna Carando, design lead
Tyler Sharkey, copy lead
Victoria Estevez, executive producer
Mariola Costa, producer
Zahra Bolden, assistant producer
Jared White, art director for video
CALM COLLABORATORS
Marketing: Katie Shill, Christi-an Slovak, Beth Teague, Alexia Marchetti, Anne Van Gorp
Content: Chris Advansun
User Acquisition: Nick Candler, Jason Benjamin
Talent: Peyton Gulley, Chris Cavell
Product: Bri Hughes, Katrina Chan, Matt Billings, Patricia Mou
PM: Lance Hackney
EXTERNAL COLLABORATORS
Production: Hayden 5
Photography: Chantal Anderson
Director: Peter McCollough
FEATURED IN
Breathe Into It
Camila Cabello and Shawn Mendes, both longtime fans of mindfulness, meditation, and the Calm app, teamed up with Calm on a new mental wellness series in 2019. Both artists recorded their own multi-part series, titled “Breathe Into It”, discussing their mental health journeys. Their recorded sessions in the app give you a look into their lives offstage, challenges and inspirations, and their experiences with meditation.
To accompany the content launch, we put together a marketing campaign that included social teaser videos, billboards in NYC and LA, testimonial videos from both Shawn and Camila, user acquisition videos, PR photos and content, lifecycle emails, and more.
I had the opportunity to lead the design of the campaign in collaboration with Tyler Sharkey, the lead copywriter on the project. Together, we came up with the overarching concept for the campaign, working closely with our partners on the talent, content, and marketing teams to bring it to life.
Testimonial Videos
Camila and Shawn’s individual testimonial videos show their authentic connection to Calm and mindfulness. As longtime Calm users, it was important to both artists that they share their personal mindfulness journeys and routines.
Photography
We photographed Shawn and Camila in environments that relate to their individual practices. The photos, captured by Chantal Anderson, embrace their natural surroundings and show the artists in serene and contemplative states. These photos were used across social, out-of-home, in the app, and in PR.
Out-of-home
We ran static and digital billboards in both LA and NYC to further spread the campaign’s message and to draw attention to the partnership.
Stills from digital animated billboards
A static billboard in LA
A still from a digital animated billboard in Times Square
Quote Squares
At the end of each session in the app, an image featuring a quote from that session appears.
In the App
Calm users can access Shawn and Camila’s sessions in the app, featuring photography from the photoshoot.
Resource Hub
As a part of the campaign, we created a digital wellness hub full of content to support your mental health. We curated content based on feelings — meditations, Sleep Stories, articles, and a calming breathe bubble. By giving free access to some of our Calm’s most popular resources, we hoped to make the tools accessible to as many people as possible. We also featured notes from Shawn and Camila, along with the first session of their individual programs, their favorite Calm content, and more. You can check it out at calm.com/together.
